Ivanka Trump -- the "executive vice president of development and acquisitions" of her daddy's company -- appeared on CNBC on Friday to talk about New York City real estate and The Trump Organization's plans. Referring to the tough financing situation, she said that "We're waiting for that to open up and then we'll be ready to pounce," she said. "We are very well positioned to take advantage of great opportunities."

She also said that the company had been conservative in its financing over the past few years -- which doesn't exactly explain why Deutsche Bank is suing her father over issues relating to a loan on a building in Chicago. Meanwhile Trump Entertainment Resorts (NASDAQ: TRMP) is missing interest payments and staring down bankruptcy. Oh, by the way, Ms. Trump is on that company's board of directors, but there was no mention of the fact that as she spoke the company's stock was trading at about 26 cents per share. When she joined the stock was trading at more than 20 times that price.

Like her father, Ms. Trump is full of optimism about The Trump Organization and how much better positioned it is than similar companies, no matter how bad the headlines seem to be.

That's her schtick: But it's disappointing that CNBC's anchors didn't hold her feet to the fire a little more.

Trump Entertainment Resorts (NASDAQ: TRMP) shares soared more than 20% on Friday after the company disclosed that "The Strategic Committee has recently received preliminary and conditional indications of interest from parties proposing to acquire the Company. There can be no assurance that any of these indications of interest will result in a sale of the Company or any other transactions."

Given that the company had already announced that it was for sale and already jumped on that news, the shares may have gotten ahead of themselves today. But the storyline that interests me is this: If the casinos are sold, is it possible that the Trump name will be removed?

With the ratings of The Apprentice continuing to show weakness in the latest season (even after a move to L.A. to spice things up), I would argue that the Trump name may be suffering from overexposure. His huge ego may have finally turned off the public, and his book with Robert Kiyosaki is probably the worst thing I've ever read.

I just wonder whether the Trump name has much value anymore. There's no question that everyone knows it, but what is the average person's impression of Trump?